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Super Bowl Ads Have Become a Harder Sell | Hashtag Sports Daily

January 30, 2019

Fan Fact:
According to GlobalWebIndex, 90% of sports fans say they use another device as they watch TV globally, with 79% preferring their mobile device for second screening


Top Story

Why Super Bowl ads have become a harder sell

The Super Bowl draws more than 100 million viewers annually, resulting in outsize TV ratings and scads of valuable social media reactions and pass-alongs. And yet, Madison Avenue is vacillating more about whether to buy an ad in the big game than it has in years.

What's the cause?

The price of a 30-second ad in the game has sped past eye-popping. CBS has sought between $5.1 million and $5.3 million for a package that includes a 30-second spot and some digital inventory.

The price is only one of the many elements a marketer must consider: production costs, social media campaigns to get the word out early, point of purchase elements, and more. It’s getting to the point where the decision to advertise in the big game requires the approval of a company’s board of directors.

The bottom line:

For some advertisers, the sheer wallop of the event is hard to resist but sales continue to go down to the wire. Think about all of the other things $5 million can buy in digital media in 2019...

Read: Variety, Digiday


Engagement

Will sports betting transform how games are watched, and even played?

The games we watch are already enhanced by data collected through technological advances. Announcers tell us how hard baseballs are hit and how far they travel, or how many miles a particularly active soccer player has run. Because such derivatives create new opportunities for betting, we’re sure to see many more of them.

Real-time digital wagering has created betting opportunities that don’t rely on the score. The appeal of a game in which the Patriots are up by 30 points is altogether different if you can put money down on other elements.

Read: New York Times


CONTENT

Twitter is offering up a hefty livestream menu in the run-up to Super Bowl LIII

Twitter’s preparations for Super Bowl LIII kicked into high gear as kickoff for the Big Game draws closer. The social network and the National Football League teamed up on special hashtag-triggered emojis that can be accessed by including #SuperBowl, #SBLIII, #GoPats, #EverythingWeGot, #LARams or #RamsHouse in tweets.

Twitter also has set up on Radio Row and increased efforts on the livestreaming front, including first-ever Bud Light Super Bowl Music Fest will also be livestreamed on @SBMUSICFEST.

Read: Adweek


Updates

Entries for The Hashtag Sports Awards now LIVE

Connecting with the modern fan is no easy feat — and it’s time the industry’s best and brightest (AKA you!) get the recognition deserved for excellence in engagement.

By entering the Hashtag Sports Awards, you have the chance to be recognized among the engagement elite in the industry. If you’ve created game-changing work that delivered results and set a new benchmark for effective engagement, enter now!

Click here to enter your work


SOCIAL

Brodie Van Wagenen is baseball's first social media GM

With 36.2k followers on Twitter and 23.8k on Instagram, Van Wagenen has posted funny videos like one comparing him driving the bullpen cart to Yoenis Cespedes’ serious stable of vehicles. He’s also given glimpses behind the scenes, like pictures of him getting ready for an appearance on a local TV news show.

He’s putting himself out there on social media in a way that we have not seen from a sports executive yet. While there are plenty in baseball, agents and executives, who dismiss Van Wagenen’s social media use as a distraction, Van Wagenen doesn’t seem to care.

Read: Daily News


FAN ENGAGEMENT

Facebook’s Latin America Champions League coverage a hit

More than 8.8 million people in Latin American countries have engaged with Facebook’s UEFA Champions League group stage coverage, as part of a landmark partnership between the European soccer body and the social media giant.

Of the content posted on the social platform in relation to the 47 games played in the competition so far this season, 71 per cent of the viewership has been under the age of 35. That content has also generated 1.3 million comments, as well as a further 10 million reactions.

Read: SportsPro Media


What Else Is Trending?
  • BROADCASTING: A color commentator explains to viewers what they just saw, but 'Romostradamus' is telling them what they’re about to see
  • LEAGUES: The Fan Controlled Football League has added Prince Royce as a team owner, becoming the first music star to do so
  • ESPORTS: Following the guide set by tradtional sports, esports looks to high schools and colleges for a pipeline of talent
  • CONTENT: To celebrate the Super Bowl being in Atlanta, Adidas took its biggest football stars and made an animated show with Quavo
  • VIEWERSHIP: The saying goes, 'Defense wins championships', but for the NFL, an offensive revolution is winning viewership

Rad Ads

  • Brand: Planters
  • Agency: VaynerMedia
  • Influencer / Athlete: @charliesheen & @AROD

DEAL OF THE DAY

NFL Extend and Expand Partnership With Visa Through 2025

The Details
A partner of the NFL since 1995, Visa will continue to serve as the league’s official payment services technology partner in a deal that includes new benefits for cardholders at NFL events. The renewed partnership also includes preferred payment provider status across NFL events; preferred payment method for ticket sales, concessions and merchandise at NFL Shops at all major global league events; as well as plans to respond to the growing demand for cashless payments by collaborating on projects for future NFL events, including the Super Bowl.


Careers

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Yahoo Sports Soccer Writer
Oath – New York, NY

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